How should Beijing's home furnishing industry expand its market and seek the answer?

The middle of the year has arrived, and in this critical period of vigorous development of the home furnishing industry, people in the home furnishing industry have pointed out the direction for this industry through a calm analysis of the market and consumer demand.

● Engage in steady chain expansion, find the right position, and be full of personality. From blindly relying on discount promotion to win consumers, to specialization, personalization or scale, the home building materials market has now learned to position itself. Since last year, the Home Depot in the United States, B&Q in the United Kingdom, IKEA in Sweden and other international home furnishing chain giants have acquired or opened stores, showing their magical powers and gaining momentum. Facing more and more fierce competition, Beijing home building materials market is taking active actions. In fact, the expansion of the house to the foreign government has gradually become stronger and bigger; Red Star Macalline gradually laid a solid foundation in Beijing; Henderson Mei Ting's Taste House has created its own personalized atmosphere, making customers more stable; Jiahe Mei Jia has become neighbors with other comprehensive shopping malls to attract future customers ... Beijing's home building materials market has realized its ideals on different roads. ● Building materials enterprises are not as good as "foraging abroad".

In the first half of the year, affected by the new real estate policy and the increase of transaction tax on second-hand houses, the sales of home building materials market were affected to some extent. Liu Chen, Secretary-General of Beijing Market Association Home Furnishing Branch, said that in the competitive environment of high-temperature baking, home furnishing enterprises should accurately position themselves on the one hand, and enhance their competitiveness by expanding to other places on the other. Liu Chen said that if an enterprise wants to be in an invincible position, besides innovation, positioning is very important. According to the actual situation of the market, it is very important to grasp the level of your own consumer audience. There is no future for enlargement, unification and integration. On the one hand, we must be professional, on the other hand, we must be big, and we must be big if we want to survive and develop. In view of the current high-temperature competition in Beijing, some enterprises really need to start thinking about how to gain market and benefits from other cities and expand outward to help enterprises grow. The so-called "taking food from the tiger's mouth" is not as good as "foraging overseas", which is conducive to the normal competitive environment and mutual interaction and win-win. In addition, Liu Chen said that consumers' demand is becoming more and more rational, and the comprehensive value of commodities will be comprehensively considered. Worry-free consumption and healthy consumption are their more and more urgent requirements, and low prices at the expense of lowering quality will become less and less attractive. Being able to enjoy the brand's all-round service and reduce the risk of consumption will be the biggest demand in the future. Therefore, if home building materials enterprises want to survive in the high-temperature competitive environment, they must increase the research and development of new products and improve the service level. ● The chain expansion of Real Home has brought "payment first" to the real home in the country. The ambition of chain expansion to other cities is to open 200-30 home building materials theme shopping centers with 60-80 thousand square meters in large and medium-sized cities across the country in three to five years, with annual sales exceeding 20 billion yuan, bringing the service concepts of "payment first", "green environmental protection" and "leaning towards consumers" to the whole country. At present, this strategy is being gradually promoted and implemented. Wang Linpeng, general manager of Easyhome, said: "Developed production needs developed circulation to adapt to it, but the development level of the current household building materials circulation industry in China is seriously inconsistent with its production status. None of the domestic furniture and building materials circulation enterprises has reached 5% of the national sales, which is far from the food, clothing, home appliances and other industries. The backward circulation format and low degree of organization have become the main bottlenecks restricting the furniture and building materials brand manufacturers to become stronger and bigger. " Expanding to other places is undoubtedly an effective means to become stronger and bigger, but at the same time, how to expand quickly and smoothly is the main topic discussed in the industry. It is understood that the concept of "one-stop" shopping for home improvement, materials and furniture has been recognized by consumers. The annual sales of four stores in Beijing exceed 4 billion yuan, which has established the leading position in the industry and regional competitive advantage in Beijing. Today's large-scale expansion makes the industry sit up and take notice, but there are also many questions. For example, will Easyhome be like other chain stores, because talents can't keep up, it will be a flash in the pan? In addition, can other branches be managed well, and can Beijing's good reputation be maintained in other cities? In this regard, Wang Linpeng said that the route of talent reserve first and chain development later determines that talents will not be broken; In addition, at present, we are fully promoting the standardization of business management and raising "execution first" to the height of corporate culture construction. Regarding the obstacles encountered in the process of foreign chain, Wang Linpeng said that the goal of opening a store in Shenyang Chongtang before and after the Eleventh National Day will not be shaken; Consumers have the right to choose a good market, and unfair competition will eventually lead to the decline of enterprises themselves.

Easyhome launched a strategic alliance

The national chain stores are unstoppable. Last Sunday, Beijing Easyhome Investment Holding Group held the signing ceremony of the strategic alliance agreement for chain development. 16 national well-known home building materials brands signed a contract with Zhang Xuewu, chairman of Easyhome Holding Group Co., Ltd., and the agreement stipulated that Easyhome was responsible for opening home building materials brand chain stores in large and medium-sized cities across the country, and the contracted manufacturers were responsible for product sales and display. ● Strategic cooperation paves the way for chain. Establishing strategic alliance with manufacturers is another important commercial measure of Easyhome after successfully implementing the chain expansion plan. It simplifies investment procedures, strengthens cooperation, and plays an important role in accelerating enterprise development, standardizing circulation channels, and obtaining economies of scale and scope. ● It is obvious that resource integration is convenient for consumption. Easyhome will also use the integration and optimization of industry resources to bring consumers a more convenient, fast and rich home shopping experience. By establishing a strategic alliance, Easyhome and brand manufacturers penetrate each other, share resources, and supervise each other's management level by signing an agreement, which not only lays a solid foundation for the chain development strategy of Easyhome, but also provides a broader development space for brand manufacturers. Links: 16 Building materials brands include: Japanese TOTO bathroom, Hong Kong Fuyun furniture, Peugeot furniture, Kebao Boloni cabinet, Dongyi Risheng decoration, Nobel tile, Anxin floor, Konosenhua floor, CITIC furniture, Maxwell furniture, Kang Jie cabinet, Longfa decoration, Yezhifeng decoration, champion tile, red resistant floor and Golden Eagle Iger. ● The alliance that hindered the opening of the house was broken. Easyhome made it clear that the road to opening a shop is smooth and fair competition is conducive to the progress of the industry. Wang Linpeng, general manager of Easyhome, issued a statement on the blocking of opening a store in Shenyang: Fair competition is conducive to the progress of the industry, and we must resolutely resist things that harm the development of the industry and the interests of stores and merchants. The Shenyang Store of Easyhome is open as usual on the 11th of this year. It is also revealed that Shenyang Furniture Association has withdrawn from the 5+ 1 alliance, and five furniture stores are in a dilemma. Liu Chen, secretary-general of Beijing Market Association Home Branch, believes that the pain brought by competition is inevitable. From the big market, unexpected homes may bring prosperity to Shenyang's decoration consumer market. In addition, this behavior of local associations restricts competition, deprives consumers of the space for personalized choice, and hinders the healthy and orderly development of the industry.